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Rather than organically gaining link clicks, advertisers pay a fee
each time somebody visits their page through a PPC link. The aim of PPC is for the advertisers to profit from the link click, by hoping that a sale is made through the visit.

The model aims to direct traffic to the advertiser’s website due to their
location on first-tier search engines. In order to gain their position, often
advertisers will bid on relevant keywords to ensure that their website is
gaining views.